Exhibitors Herald (Dec 1921 - Mar 1922)

March 4, 1922 EXHIBITORS HERALD 51 Exploitation Letters THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: I am enclosing another photo of a front I used on "Tha Man of the Forest." This picture opened last Saturday and broke the house record for a Saturday's business. Since November 26 we have been opening all specials on Saturday. Previous to that time Sunday was always the opening day. I mention this in fairness to other pictures which played previous to November 26. The enclosed photo needs very little explanation. Banners are made of sign cloth and the balance of the front of white brick 'slabs. I have another picture of a slab front constructed along different lines but used some time ago. Will gladly forward same if of any value. I am playing a repeat on "Humoresque" today and have a window tie-up. Also have ;i Victrola in the lobby playing the record "Humoresque." This is attracting attention. It was suggested by the Paramount Minneapolis office. Trusting that the encloserl photo will be of value to your department, I am, Yours verv truly, ROY T. McMINN. Capitol theatre, Superior, Wis. DEAR MR. McMINN: That's good news about the success of the Saturday opening pvlicy. Unquestionably there are many who will follow your example and try that method. That's real service. Exhibitors familiar with "The Man of 'he Forest" through reading "What the Pic'ure Did for Me" will find your lobby photo ind your letter of great interest also; and lUJQty will determine to rebook "Humoresque" as a result of your experience. For all these things, worth real money \M E. ELKIN, prominent among contributors "•to "What The Picture Did For Me," nakes his first appearance in this department, vita the letter reproduced on this page and the Hustrations made of photographs contributed. DOY T. McMINN, manager of the Capitol theatre at Superior, Wis., responded to our request for **■ additional exploitation photographs published in a recent issue with his frontal display on "Partners of the Tide" and contributed the above picture showing his treatment of another Hodkinson feature, "The Man of the Forest." There is genuine money-making information in his letter, reproduced on this page. to real showmen, many thanks. And send along the other photo. * W. R. W. THEATRE EDITOR. Exhibitors Herald, Chicago. 111. Dear Sir : Attached herewith is a small set of photographs taken of various billboards about the city used for "Over the Hill." If you can use these in your publication you are at liberty to do so. Respect fullv, W. E. ELKIN. Temple theatre. * Aberdeen, Miss. DEAR MR. ELKIN: Welcome to "The Theatre." Two of your photographs are reproduced herewith. And more will be reproduced if you will be kind enough to provide them with future attractions. Frankly, we'd like to have you become as consistent a contributor to this department as you are to "What the Picture Did for Me." Further, we believe that your contributions to these columns will be as helpiul to other showmen in the advertising of their programs as your box office reportsare in selecting them. Let us put them to a test. * W. R. W. THEATRE EDITOR, Exhibitors Herald, Chicago, 111. Dear Sir: In advertising "The Sheik" we used the man and horse shown in the attached photograph, window displays and newspaper advertising. We played to big business three days at advanced prices. Excellent picture, liked by all. M. BURNS, Family theatre, Ba'tavia, N. Y. * DEAR MR. BURNS: Your addition to the voluminous fund of exploitation history accumulated by "The Sheik" is passed along to other readers herewith. Glad that the attraction served ANOTHER street "Sheik" to add to the volumincus exploitation history of that production is contributed by M. Burns, manager of the Family theatre of Batavia, N. Y. R -ad his brief but pointed comment on the engagement. you so satisfactorily in the way you advertised it. News of big business is exceptionally good ncivs in these days of rumbling rumor and unpleasant hearsay. Let us hear from you often, under whatever circumstances. W. R. W. Enterprise Acquires New State Right Productions For Southern Territory Enterprise Distributing Corporation announces that it has purchased for distribution in Texas and Arkansas, through the Dallas office, the following state-right productions: Four Oliver Curwood features; six Franklyn Farnum features: eight Arrow comedies; six Richard Talmadge films; ten Kipling comedies; eight Jack Livingston Westerns; "Out of the Dust," "Lonely Hearts," the supply of Sacred Films, Inc., and eighteen other miscellaneous state-right pictures. These productions are in addition to the series of eleven Westerns and four Gloria Swanson specials and the Bull's Eye series of Westerns, which the company now has. Condition in the territory is reported favorable by M. S. White. Dallas branch manager.